| dc.description.abstract | The planning and development of the Culture Resort of the Chiangs came at a time when partisan antagonism and ethnic diversification was at its respective climax; therefore, this research will discuss the Culture Resort’s development potential based on “National Policy Development,” “Culture Preservation,” and “Tourism Development.” Methods of documentary analysis, participant observation, and in-depth interview will be adopted for this study to obtain research data, which will in turn be analyzed to derive developmental advantages, disadvantages, opportunities, and threats through SWOT analysis. Referential strategic matrix and related case studies will be used as to formulate the most suitable marketing strategy to serve as reference for related competent agencies. The research result reveals the following:
（a）The Culture Resort of the Chiangs is an environment rich with historical content and abundant with natural resources; therefore, it is a new attraction location with developmental potential towards culture, ecology, and tourism.（b）Its strategic planning is based on “places marketing,” which turns the local characteristic into merchandise. The focal point of its products is based upon establishing its local image, marketing its local features, and creating its local appeal.（c）“Experience” is the emphasis of cultural industry. By explaining the connotation of the cultural products by ways of narrative, the liveliness, value, and amusing characteristics of these products can be further enhanced.（d）The Culture Resort of the Chiangs is an excellent example of using “celebrity effect” and “presidential mausoleum” as its primary tourist attraction. It is the only attraction spot of its kind in Taiwan, and it should grasp its uniqueness as its advantage, and develop “celebrity tourism” to its full potential.（e）The Culture Resort of the Chiangs is deeply affected by ideology. Thus, in order to develop the Resort into a sustainable tourist spot, the problem of resolving political interference is a major issue that must be dealt with the utmost seriousness.（f）As a species, we human kind should have the common sense to respect our cultural heritage, and preserve our historical culture resources with truthfulness, integrity, and sustainability as the principal of development. The Culture Resort of the Chiangs will also be used as an example to explore the phenomenon of the Hakka cultural park, which has recently been evaluated as having unsatisfactory turnovers and sub-par performances. By comparing these cultural spots, views and discussions will be proposed in hopes to extract the merits of each type of parks, and therefore come up with the most suitable marketing method for each park, so that each park may be fully utilized to its maximum potential. | en_US |